Looking to become a father without any added responsibility?
Boston Beer Company is promoting its Hard Mtn Dew Baja Blast beverage with a new campaign ahead of Father’s Day that allows consumers to adopt a can.
“Hard Mtn Dew has always celebrated our over-the-top fandom in unexpected and pretty absurd ways,” said Erica Taylor, senior brand director for Hard Mtn Dew, in an email to Campaign. “Over the years, we’ve built campaigns around major life milestones — such as marriage with Hard Dew, I Do or retirement with Hard Mtn Dew: Definitely Over 21. So naturally, the next chapter to celebrate was parenthood.”
The campaign features a contest in which people can answer questions such as “Tell us how you plan to spend time with your Baja Baby (aka a souvenir can) this summer.”
The company will award fans who submit the most creative entries with a starter pack that includes $2,000, an adoption certificate, an announcement plaque and branded gear.
The brand announced the campaign with an Instagram post featuring a can under a baby blanket, accompanied by a graphic sharing its height and weight.
“If you’ve always dreamed of becoming a father, now’s your chance!!!” the caption read.
Similar previous campaigns include one in which the brand offered a couple the chance to win the “boldest, most legendary wedding of the year — complete with custom Hard Mtn Dew-inspired wedding attire” and an open bar serving the drink, according to a press release.
The creatives decided to launch a Father’s Day campaign because it “felt like a timely opportunity to lean into fandom while also driving excitement around our perfect for summertime (or really anytime) flavor,” Taylor said.
Golin served as the agency of record for the campaign.
